How to Transform Vanke with Internet Thinking

Real estate transformation under internet thinking

If you want to subvert and transform real estate through internet thinking, the above methods are only the beginning, or part of it. At present, the traditional industries are subverted, not only the products themselves, but also the industrial chain.

In addition to hardware, Internet TV pays more attention to the layout of terminals, which involves the invisible ecology of film and television production, copyright publishing, software, Internet, electronic payment, mobile Internet and so on. Subvert the original ecosystem and even leave your own products. The Internet thinking transformation of real estate should also be divided into long-term channels and short-term channels.

Short-term channel:

First, integrated marketing of new media based on industry professionalism.

1. In terms of professionalism, the professionalism of real estate is still very high, but it is limited to the industry.

2. Use the professionalism of the industry to promote interaction, and package and promote your own projects in a way acceptable to Internet users.

3. Be familiar with the functions of various media platforms, and formulate different marketing promotion schemes for each platform.

4. Integrate resources across borders.

Second, social marketing.

1. The application of social marketing products such as Weibo, WeChat, regional website forum and QQ group.

2. Interaction of online social marketing products: keep effective interaction at all times and avoid outsourcing network company maintenance.

3. The integrated packaging of offline marketing Dojo is embedded with Internet elements.

4. Cultivate seed customers to make good use of their old customers and brand fans for word-of-mouth communication.

5. Organize offline activities regularly, only for Internet customers, and do not warm up activities regularly.

Third, fine data marketing based on Internet products.

This is similar to the database application of general websites.

(1) data collection

1. Strengthen the user experience from registration, but be good at collecting important data.

2. Be good at discovering the upstream data and accurate data of the industry, and resource exchange is a common means.

3. Explore the advantages of its own platform data and form the database connection of the industrial chain.

4. Large-area online data acquisition

5. Offline push, such as event site and customer marketing site.

6. Collect relevant data of competitors.

(2) filtering

1. Non-platform data and unfamiliar data should be converted, and data content should be reused.

2. Local platform data, through classification, combination and reclassification, explore data of different industries.

3. Activity is a way to filter data, but it is not limited to activity. Platform information, forums, special topics and so on can all be important channels for data filtering.

4. Make good use of telephone call back to screen and pay attention to speaking skills.

(3) Data application

1. The services we provide to our customers are integrated marketing services based on their marketing needs.

2. The generated data needs to be considered together with the output of the website, but direct purchase of data is prohibited.

3. Application methods, according to different industries, there are different combination methods and application methods, not single use.

4. Centralized outbreaks: such as group buying and real estate viewing groups.

5. Long-term flow: single brand marketing recommendation

6. Active packaging method: use active packaging of core data to enhance data value.

7. The performance of data: the combination with the product packaging of its own website, the performance of results, and the performance of interaction.

8. Data application is a part of website service and integration.

(d) results of numerical analysis

1. Industry macro data analysis

2. Refer to competitors' data and own market share.

3. The data analysis of case base in the same industry is of great value.

Long term channel

1. attach great importance to strategically.

This emphasis is not verbal, nor is it just a slap in the face. This is similar to the corporate culture of the company, and it is also a standard. It is based on the application of the Internet and the application of the Internet platform, and is used in the early stage, project planning, marketing positioning, construction, project preheating, water storage, strong sales, continuous sales, post-sales and delivery of development projects. Step by step, improve the informatization and internet level of real estate companies. At the enterprise goal level, we should strengthen the necessity and compulsion of network marketing.

2. Build an Internet thinking marketing system around ontology.

Taking real estate as a part, but deeply based on the upstream and downstream channels linked by the real estate industry and the Internet industry, deep excavation is not only based on products and marketing. For example, Xiaomi's original slogan was "born for fever". From the customer's point of view, Xiaomi quickly introduced the concept of the ultimate mobile phone product and put it into practice, forming a word-of-mouth effect.

Each development company has different advantageous resources and even more industrial chains. Some properties are very strong, and some properties are very strong. Internet thinking needs to be based on the ultimate demand of product essence, even if it is extremely demanding. But all this should be known and yearned for by more people through various channels.

3. Establish an Internet marketing department

In addition to the construction of strategies and systems, the existing marketing system should also join or open up marketing companies separately for the Internet, instead of just handing over these activities to agents or outsourcing. Only enterprises know their products best, and the Internet Marketing Department is born for the Internet.

This brand-new department should determine brand-new norms and processes around the results. With strong execution and management ability, the understanding of the Internet should be more grounded.

What will happen to real estate in the future?

If the real estate enterprises represented by Vanke really transform the Internet thinking, how will it be presented? Here, you can fantasize about the future.

Media performance:

1. Decades of brand accumulation have shaped the brand image of Vanke, and the enterprise has grown. Although there are problems in some areas, they can still be solved quickly, and word of mouth still performs well in the real estate industry.

2. Vanke people love to climb mountains and ride bicycles, which is a good image of being close to the people.

Vanke has its own product research and development center in Songshan Lake, which is the embodiment of professionalism.

4. Vanke PC pioneered the industrialization of domestic real estate industry.

Vanke's property is very good and the details are in place. Even in winter, it will help the owner to add a door handle cover to the entrance door to prevent customers from directly contacting the cold door handle and outrageous details.

6. Vanke's ultra-small apartment innovation is surprising and amazing.

7. Vanke always dares to cut prices at the first time when the property market is not good.

8. Vanke has always kept a low profile and a positive image.

The above is just what some people know, but the facts already exist. Let more people know through the internet. These are good selling points for potential customers, especially the Internet community to pay attention to Vanke.

More, it is whether Vanke dares to shout out through the Internet that it was born for the Internet, or let Internet users perceive and yearn for it in a more low-key way.

In fact, as a leading real estate enterprise, it has been at the forefront of the industry, and also in the field of Internet, it may become the rule maker of this industry. This rule is to use the habits of Internet users, follow the social rules of the Internet, and use Internet technology to innovate and transform the industrial chain rules of this industry with extreme attitude, so as to spread word of mouth quickly and realize subversive transformation in line with the recognition of Internet users. And this kind of thinking is not static, but also self-evolving. Like the market law, those that do not meet the market demand will naturally be eliminated.

Product and Support Performance:

Vanke, with the internet thinking and the professional concept of real estate construction, is like the Vanke Pavilion and the Green Headquarters Building of the World Expo. In addition to meeting the common residential attributes, we should also achieve the ultimate and lead the product according to different groups of people. Of course, the premise is that the cost is controllable.

Vanke proposed the city supporting service providers, from the four seasons dining hall to the express collection, as well as the warehouse for everything. I have to admit that Vanke has begun to lay out the services enjoyed offline, which is also the last mile of O2O that the Internet community has been discussing. Fanke solved it very well in his own offline way.

Performance of Internet platform:

Vanke owners all over the country are Vanke's propaganda weapon, but under the traditional thinking, apart from simple neighborhood relations and new preferential marketing, the performance on the Internet platform is still not enough.

Internet platform is a virtual community. Apart from pure marketing, we can see that the sharing spirit of the internet has formed the community ecology of the internet from the major nodes of life such as going to school, falling in love, getting married, buying a house and buying a car. This is a virtual city, and the new and old owners owned by Vanke are all seed customers of the Internet. In addition to professional Vanke Weekly and serving the owners, can Vanke directly set up a Vanke owners' meeting? Of course, there is a certain word-of-mouth risk, but the benefits are self-evident.

Industrial chain and ecology:

In addition to real estate developers, there are clothing, food, housing, entertainment and so on. Vanke has mastered the last mile of its owner and has unlimited daydreaming space. Remember, real estate with Internet thinking is not just for selling houses, but Internet marketing only improves the marketing level. The real transformation of real estate with Internet thinking should be the expansion of industrial chain, but it is also a huge challenge for ordinary companies.

In addition to the continuation of the industrial chain, the continuation of the current real estate reform and leap will also be included in the theme. For example, Ma Yun's rookie network is an excellent example, which provides an ultimate regional offline experience center for online users, and all customers need to do is to make the entity Internet. Whether it is B2C, O2O, C2C, other modes or even traditional industries, they will find their proper place in this huge individual-based family.

The results of the transformation are as follows:

1. Vanke's brand influence will spread through the Internet, and more people will know about it.

2. Vanke's products represent the pursuit of the ultimate cost performance and quality of life.

3. Take a piece of land with better cost performance and better location.

4. Grasping the "last mile economy" not only reflects online e-commerce, but also reflects offline, the so-called O2O.

5. Vanke has an owner-specific e-commerce platform, and the property provides free home delivery service.

6. Neighborhood relations will be more harmonious, and the living environment will be better in the future. Millions buy houses and millions buy neighbors.

7. Internet technology has improved the comfort of life. For example, according to wearable devices, smart homes play a role in regulating light, temperature and cooking on the way home.

8. Vanke's house is hard to find, but there will be Vanke in more third-and fourth-tier cities. Because of the spread of the Internet, traditional advertising is no longer the mainstream propaganda channel.

9. Each community has its own APP to solve problems related to food, clothing, housing and transportation.

10. Support service providers in cities.

In the real estate transformed by Internet thinking, in addition to the value of the house itself, various supporting services enhance the added value of the brand and the project, the competitive attribute of the project will be strengthened, the brand appeal will be strengthened, and the value of the project will be further enhanced, but everything will return to the essence of the product. If the house is the hardware host and monitor of the computer, the transformation of Internet thinking provides rich and colorful software in the computer, and the development enterprise plays the role of operator, providing bandwidth and various services.

Internet thinking is not unattainable, but the industry after the transformation of Internet thinking will be healthier and have more quality to face the market, and the existing models and industrial chains will be derived and broken. Under the rational transformation of internet thinking, traditional industries will usher in a second life.